NEW DELHI, June 3: Medical representatives have been barred from visiting doctors within central government hospitals, following a directive issued by the Directorate General of Health Services (DGHS).
The order, signed by DGHS Director General Dr. Sunita Sharma, instructs all central health institutions to strictly prohibit the entry of medical representatives into hospital premises. Instead, doctors may request updates about new treatments, investigations, or procedures via email or other digital platforms.
“Medical representatives should not be permitted in hospital premises,” the directive states. “The head of institutions shall give necessary strict directions in the matter to all officials.”
Officials in the Health Ministry said the move aims to prevent disruptions to patient care and reduce the influence of pharmaceutical marketing within public health facilities.
“This step is primarily to ensure that patient services are not interrupted and that prescribing practices remain clinically driven,” said a source familiar with the decision.
Hospitals have been directed to submit compliance reports detailing the measures they have taken in response to the order.
A medical sales representative, commonly referred to as a medical rep, plays a crucial role in the healthcare ecosystem by serving as a link between pharmaceutical companies and healthcare professionals. Their primary responsibility is to promote and sell the company’s medical or pharmaceutical products—including drugs, equipment, and devices—to doctors, hospitals, and clinics.
With continuous advancements in medical science and a steady stream of new, innovative drugs and treatments entering the market, medical reps are essential for ensuring that healthcare providers stay informed about the latest options available for patient care. They are trained not only in the technical specifications and therapeutic benefits of the products they represent, but also in understanding clinical needs and tailoring their presentations accordingly. Medical reps often meet with doctors to discuss the efficacy, dosage, side effects, and usage of new drugs, provide samples, and relay feedback to their companies. Their role demands strong communication skills, scientific understanding, and ethical responsibility, as their influence can directly impact prescribing habits and patient outcomes. In a rapidly evolving industry, medical reps contribute to the diffusion of innovation and ensure that physicians have the latest, evidence-based information to make informed clinical decisions.
While medical representatives play an important role in educating healthcare professionals about new drugs and treatments, their influence on the choice and promotion of medications can sometimes lead to ethical concerns and corruption. In certain cases, aggressive marketing tactics or incentives offered by medical reps to doctors may affect prescribing behavior, prioritizing sales over patient welfare. This can result in the overuse of expensive or unnecessary medications, compromising the quality of care and increasing healthcare costs. Such practices may also undermine trust between patients and healthcare providers and distort clinical decision-making. To address these challenges, regulatory bodies and healthcare institutions often implement strict guidelines and monitoring to ensure transparency and prevent undue influence, aiming to strike a balance between beneficial information sharing and maintaining ethical standards in medical practice.
